An introductory / medium difficulty presentation the holy Trinity of digital marketing, and how they interact and synergise: Social Media, Inbound Marketing and SEO. Bonus: The future of SEO: Social Search
Inbound marketing, social media & the future of SEO
1. The holy
trinity of
digital
marketing
Or: Why tweeting pictures of that cat you brought to the X-Mas party does not really work for you.
smalhomme@jobologies.com / www.jobologies.com
2.
3. • Cost effective:
• "If you have more money than brains, you should focus on Outbound Marketing. If you have more
than money, you should focus on Inbound Marketing.” - Guy Kawasaki
• Increasing ROI as customers buying habits support it
• Outbound marketing is a strategy in which a business advertises its products and services by
providing information to the consumers even if they are not looking for those products or services.
“Interruptive marketing.” Businesses do this via the use of television, print ads, direct mailers, radio,
trade shows and more. Interruptive, poorly timed, expensive and are difficult to track the actual ROI.
• Inbound Marketing is a strategy that focuses on pulling the customer to you, using collaborative,
engaging valuable conversations online. Creating relevant content, implementing search engine
optimization strategies and utilizing social media. Prospective customers are warmed toward your
products once they find you because they have already expressed an interest in your type of business
by performing some type of search. Inbound marketing delivers 54% more leads than traditional
outbound marketing. (HubSpot)
1) Fundamentals & Trends: Inbound Marketing
4. 1) Fundamentals & Trends: Inbound Marketing
• Have a why:
(See: Simon Sinek’s watershed book or TED Talk here: https://goo.gl/QV7k6Y)
• Listen to your core audiences:
Know who they are, most importantly what they care about, and even more what they struggle with
• Offer value, and valuable content: Address issues, offer genuine advice and tips:
Do not fake it. Offer value. Not pictures of your cat that you brought to the X-Mas party
The value can sometimes be peripheral, but real: Humour, Social Status
• Nurture leads
No going in for the kill. No boiler room closers need apply.
• Talk about your audiences, their concerns, not about yourself
• Capture traffic, and convert it into SMART Business Goals
7. Inbound Marketing – In a nutshell:
• Content
• https://www.linkedin.com/pulse/10-tips-commit-professional-suicide-linkedin-
st%C3%A9phane-malhomme?trk=mp-author-card
• Call to Action
• Landing Page
• https://wistia.com/account/signup
• http://do.thelandingpagecourse.com/
• https://offers.impactbnd.com/generate-more-leads-from-blog
• https://webdam.com/how-to-select-a-dam_041516/
8. • Online Customer Buying Habits and Preferences Stats
• 68% of online buyers will spend considerable time reading content published by a brand
they are interested in. (The CMA)
• B2B customers conduct 12 searches on average before checking a specific brand's
(Kapost)
• 80% of business decision makers favour getting brand information via an article series
than ads. (Content Marketing Institute)
• Online buyers go through 57% of the buying cycle on their own without talking to sales.
(Executive Board)
• 77% of online customers prefer permission-based promotions via email. (ExactTarget)
• The average online shoppers attention span is 8 seconds. (B2B Marketing Insider)
• A whopping 84% of audiences age 25 to 34 have left a favorite website due to intrusive
advertising. (Mashable)
• By 2017, video marketing will dominate > 70% of consumer website traffic. (Cisco)
9. • B2B Marketers give the highest priority and dedicate most of their time to 3 main
content types: blogs, eBooks, and whitepapers. (Kapost)
• 63% of B2B Marketers believe video marketing is effective for their business. (Top
Rank Blog)
• Two-thirds of surveyed B2B Marketers believe that content is highly effective
across various channels, such as public events, social media, and so forth. (Kapost)
• 44% of B2B Marketers have a documented Inbound Marketing strategy. (Content
Marketing Institute)
• 67% of surveyed B2B companies rated Inbound Marketing as a top three or a very
high priority component of their overall marketing strategy for 2015. (Kapost)
10. 2) Fundamentals & Trends: Social Media Marketing
• Visibility (Reach, network size, content
cycle, etc.) * Authority (Social proofing,
case studies, endorsements, etc.) * Conversion
• Main platforms and their #1 use:
• LinkedIn (B2B Leads Gen) Facebook (Lookalike audiences)
• Twitter (Social Listening) Instagram (CPM buy)
• Periscope, Snapchat, Whatsap, etc.
• Content is still King:
• Old / Obsolete: Text Minimum: Text + Great picture
• Good: Video Great: AR / VR
11. 2) Fundamentals & Trends: Social Media Marketing
• RoI is x2 to x3 that of traditional marketing at least, across most industries:
http://www.socialmediatoday.com/marketing/how-social-media-marketing-stacks-
against-traditional-advertising
• The rise of hybrid content (see: Facebook ghost posting)
• Monetising the big platforms (Twitter still in red, LI bought for $26.2 Bn)
• Geometrical increase vs. arithmetic increase
• = Hybrid content: Less and less blogs go viral. More and more content needs to be
sponsored to get any mileage, or hit a viral threshold.
• Average # connections per user: 800-900 (LinkedIn) 350 (Facebook)
• 49% of traffic now from mobile
• Mobile users 150% more involved
12. 2) Fundamentals & Trends:
Social Media Marketing
• Social media is not free:
• Time expenditure can be high, at outset
especially. Sunk investment: Most clients
need 3-6 months to yield results and get RoI
(SEO around 2 years)
• Also: Rise of hybrid content (See FB or LinkedIn’s increasingly limiting content display
rules)
• Content fatigue: There is more and more noise out there (Twitter particularly)
• Optimise RoI with a variety of CMMS of different quality, breadth and cost:
• Buffer & Hootsuite
• Hubspot
13. • Social media is not free (Continued):
• Social media can yields some organic visibility and authority (Power of viral content,
Power of 3rd party endorsement) Still takes time and/or $.
• … But there again, so does SEO (and much lower RoI by now)
• Most large social media platforms (LI, FB, Twitter at least) offer the possibility of direct
advertising on the platform, through CPM’s mostly.
• Contrary to inbound principles but SO TARGETED it can occasionally be the best option!
• Rise of hybrid content
• Influencer marketing – Typically a paying
2) Fundamentals & Trends: Social Media Marketing
14. A fool-proof action items list
BEFORE VISIBILITY & CONTENT
• Grow your network size (# of connections and reach at 1st, 2nd, 3rd degrees)
• Build your on-page credibility, authority, expertise (Endorsements & Recommendations)
• Conduct social proofing: Followers of your Co. Page / Showcase Pages
• Define and document your core audiences (3-4 to start) For Sales & Mkg. SEO.
15. AFTER CONTENT
• Produce and Promote smart, targeted content on LI (Wall, Groups, Pulse)
• Best practices: 50/50 of your time should be split between production and
of your content
• Convert visibility into leads, outcomes or at least measured branding
• Call to Action: Insert multiple ones in your content
• Landing Page: There is a quadrillion articles online about landing page optimisation
• Close your leads.
• Learn how to use a free, high-perf. email server (Mailchimp + Insightly) Do some
testing, measure your hard / soft bounces, etc.
• Pick up the phone. Take the relationship offline.
• Measure and Repeat
16. • Increasing the visibility of a website in a search engine’s unpaid results - often
referred to as "natural", “organic” or "earned" results. (UNPAID / INBOUND)
• The earlier (or higher ranked on the search results page), and more frequently a site
appears in the search results list, the more visitors it will receive from the search
engine's users (Inventory)
• SEO may target different kinds of search: Image search, local search, video search,
news search and industry specific vertical search engines
• It’s not just Google
• Search engines do not reveal their code (Whitehat / Blackhat SEO)
• Winner takes all: First page gets >90% of the views. Of which F
3) Fundamentals & Trends: SEO
17. • Main tools:
• Content and UX by a long shot
• Content: Still best factor. All search engine does is create rules to ascertain value of content
and serve it in priority. Good content = Good SEO
• UX: On par / close second. How your visitors use your site, how long they stay, how much do
they interact, how long does each page take to load on average, etc.
• Site indexation, sitemap, general health of the website (no broken links, broken CSS,
WordPress plugins unresponsive, etc.)
• Keyword density: Now contextual semantical analysis:
• Jogging equipment buy online = Running gear ecommerce site
• Alt Text of pictures
• Meta-Tags
3) Fundamentals & Trends: SEO
18. • SEO is the organic result for search made on Google. It is often mistaken with PPC
campaigns. Pay-per-click are:
• Biddable Media
• Also increasingly complex and now fantastically competitive
• High intent / High cost
• FUTURE TRENDS:
• 1) RankBrain: AI program used to help process Google search queries. RankBrain uses AI to
to embed vast amounts of written language into mathematical entities, called vectors, that
the computer can understand.
• In practice the search “How many tablespoons in a cup?”, Google’s Rank Brain will show different
results based on things like what country the search was made from.
• Learns and recognises
3) Fundamentals & Trends: SEO
19. • 2) Accelerated Mobile Pages (AMP) https://www.ampproject.org/
• Open source collaborative project federating dozens of media and tech companies to make
mobile browsing as fast, compelling, and smooth an experience as on desktop.
• https://www.youtube.com/watch?v=WrpkFROqR0Q
• 3) Real-time, integrated penalty filters
• Penguin release. Data on your SERP is updated and refreshed every time Google re-crawls
and indexes them. This helps search results to constantly fight spam, dodgy links building.
• In other words: It was not a great idea before, but it is less so now: Never, ever buy backlinks off the
shelf.
Future trends of conventional SEO
20. Future trends of conventional SEO
4) The Knowledge Graph is like a free billboard
on Google's search results. Maximizing the
real estate your Knowledge Graph occupies
will further dominate search results when
customers search for your brand.
Rich answers and search snippets
- Search result 1 becomes search result 2…
- Information is supplied directly bypassing webpage
browsing
21. • Google is enjoying rent (“à la Microsoft”)
• 1 Trillion searches a year. 40’000 queries per sec.
• 75% of the entire market. All searches yielding multiple cash in-flows.
• https://goo.gl/fVl0xc
• Searches happen more and more on Social
• Average person has five social media accounts
and spends around 1 hour and 40 minutes
browsing these networks every day, accounting
for 28% of the total time spent on the internet.
A subjective opinion - The most important SEO Trend: Down
22. The rise and rise of Social Search
• Unlike Google — which scours the Internet before indexing content — Twitter’s
search results are instantaneous. Marketers can discover what someone thinks
about their company in real-time / seconds.
• Specialist social media platforms are bypassing traditional ones - Pinterest is an
incredible search engine – think how many people look for and save recipes,
home decorating tips, and a myriad of other things here. Social search continues
to give life to evergreen content.
• Social search and networks are much more nimble. Google is continuously
updating their software to counter a fantastic amount of us trying to “game it” =
Algorithm complexity = Entry barrier
23. A subjective opinion - The most important SEO Trend: Down
• SOCIAL SEARCH VS. TRADITIONAL SEARCH
• While social search engines, as relative newcomers, still lack market share, more
consumers are hunting for content across multiple channels. Ex: YouTube
generates more search queries than Bing and AOL, despite not being a
conventional search engine.
• Social search is more topical and relevant: Take Instagram: Their search feature
allows users to find posts that aren’t always indexed by Google et al. Social search
engines use their own, unique algorithms — based on a user’s interests and
behavioral patterns — and deliver creative, compelling, must-click content for
audiences.
24. Social Search & Influencer Marketing
• Influencer marketing focuses on key leaders to drive your brand's message to
the larger market. Rather than marketing directly to a large group of consumers,
you instead inspire / hire / pay influencers to get out the word for you.
• Influencer marketing works because it targets interested people across both
social media and search.
• Users discover new content by clicking on hashtags and trending topics. They
uncover brands that would normally languish on page 2, 3, 4 of Google’s search
listings.
• They view content by start-ups and scale-ups and small enterprises, not just the
same old brands that dominate traditional search results.
25. A subjective opinion - The most important SEO Trend: Down
• SOCIAL SEARCH VS. TRADITIONAL SEARCH
• Social search engines provide users with up-to-the-minute content based on
trending and relevant topics. While the bulk of consumers still use traditional
search engines to find information — 93 percent of online experiences start
with a search engine — social search is booming.
• Social media now drives a huge 31 percent of all referral traffic, providing
marketers with a massive return on their investment.
26. Social Search vs. Traditional Search
• Surveyed B2B companies with 250+ employees allocate 55% of their annual marketing budget
for content creation and production (excluding promotional investments.) (Kapost) [Tweet This]
• Businesses that mainly rely on Inbound Marketing save more than $14 for every newly acquired
customer. (State of Inbound Marketing) [Tweet This]
• By 2016, Marketers are expected to invest a whopping $2.4 billion on email marketing. (Web
Strategies Inc.) [Tweet This]
• Mid-sized businesses save 31% on Inbound Marketing costs compared to paid search.
(Eloqua) [Tweet This]
• The cost of 3 out of 4 Inbound Marketing channels is less than the cost of any outbound
marketing channel. (Mashable) [Tweet This]
• Surveyed Marketers allocate 23% of their overall marketing budgets to outbound marketing and
34% to Inbound Marketing tactics. (Gannett Local) [Tweet This]
• Inbound leads cost 61% less on average than outbound leads. (HubSpot) [Tweet This]
27. Social Search vs. Traditional Search
• Inbound Marketing Lead generation Stats
• The average cost per lead drops 80% after 5 months of consistent Inbound Marketing. (Eloqua)
• Inbound Marketing yields 3 times more leads per dollar than traditional methods. (Kapost)
• Nurtured leads make 47% greater purchases compared to non-nurtured leads. (The Annuitas
Group)
• Properly executed Inbound Marketing tactics are 10 times more effective for lead conversion
compared to outbound methods. (Gartner)
• Inbound Marketing can result in doubling the average website conversion rate from 6% to 12%.
(HubSpot)
• On average, brands that publish 15 blog posts per month convert 1,200 new leads per month.
(HubSpot)
28. 4) A more integrated approach
• SEO is still going to be a dominant force for years but it is worth considering your
80/20 when you have to make tough calls with your marketing $. Also to use SEO
to bolster your inbound marketing and social media:
• Keywords: SEO allows you to know the most valuable keywords, that bring most traffic
/ and or the most lucrative traffic. Use these in content. Natural voice content.
• On page SEO and UX optimisation: Integrating social sign-ins to your site can
encourage discussion by making it easy to comment on your blog.
• Social sharing icons on your site
• Google is measuring more and more social signals in their own results
30. • Grow your network effortlessly and effectively by:
• Searching LION members and sending invites. Schedule that in your agenda. Will take
you all of 50 seconds per week. 100% hit rate on “No-IDKs”
• Inserting your LI direct URL in your email signatures, business cards, etc.
• Showcase pages: Get some! Multiply your online assets, and give each a more
specific LI SEO value!
• Figure out network sizes: Ex.: https://goo.gl/yki59S - Go to “Recent Activity”
• Use Boolean searches: ((Engineering Director) OR (Engineering Manager) OR
(Head of Engineering) OR (Lead Engineer)) AND ((LION) OR (LinkedIn Open
Networker)) AND ((Dallas) OR (Texas) OR (Tx)) NOT ((Oil and Gas) OR (Natural
Gas) OR (Oil))
31. • Jobseekers: Never ask for a job again. Ask for genuine company intelligence, and
then apply, knowing EXACTLY, what you REALLY need to write in your application.
• Hide “viewers of this profile also viewed” – You are just giving a major “out” to
your LinkedIn traffic. Zero use to you. You will benefit from plugging that hole,
whatever you are on LinkedIn for.
• Check out your followers: Homepage – Followers. They like what you do!
• Check out who’s viewed your posts: Same same here.
• Re-order your skills to showcase the most relevant ones.
• Get recommended: By friends and family if you need to, but get at the very very
least 2 recommendations per experience. 5+ becomes good.
32. • Know your lead BEFORE contacting:
• Go to your connection
• Hit the arrow next to « Endorse »
• Look at recent activity…
• Hide your connections from the competition…
• Go to Privacy and setting – Privacy tab
• Choose who can see your connections. Set to « you » (only)
• Hide the « viewers of this profile also viewed » - Plug that traffic hole
• Optimise your keywords (header, title, content, body, etc.) LI is nowhere near Google
in terms of algorithm sophistication.
• Rearrange the order of your groups so that the most relevant ones come up first.
Hide the ones you do not want to see listed (LION, etc.)
33. • Know the exact amount of connections of anyone
• Enter name in search bar + hit the blue magnifying glass
• You will see « 500+ » display in the preview results for that person
• Hit that – You will see the exact # of connections they have in top-left corner
• Export your connections:
• Hover over « My network » tab and click « Connections »
• Click the gear icon on the top right corner
• Under « Advanced Settings » click « Export LinkedIn Connections »
• Choose your file type and export
• (Warn your connections too – And be quick if you want to do this, LI had disabled that
feature only to backtrack temporarily)
